Cooperative advertising is a great tool for retailers and their channel partners. Recently, Wal-Mart and Coca-Cola embarked on such a collaboration.

As reported by Patrycja Malinowska for Path to Purchase Institute: “Wal-Mart and Coca-Cola Co. have united to present ‘Effortless Meals’ that pair private-label Marketside prepared foods with Coca-Cola beverages. In-store execution includes signage on rotisserie chicken displays, permanent floor stands merchandising Coca-Cola bottles, and secondary coolers. Counter cards, headers, and clings support. A spot running on the in-store Smart Network directs shoppers to the deli to find the meal bundles.”

Here is an ad from this campaign.